Anheuser-Buschs new pack supports its NASCAR sponsorship

Anheuser-Busch's new pack supports its NASCAR sponsorship

Anheuser-Busch is using its return to NASCAR sponsorship to launch a range of limited-edition racing-inspired packaging for its Busch brand.

The US unit of Anheuser-Busch InBev said the new packs roll out today and are available on Busch and Busch Light 18- and 12-packs as well as 25oz cans. 

Last month, AB announced Busch will sponsor NASCAR driver Kevin Harvick throughout the 2016 Sprint Cup season, the first time the brand has sponsored a driver in the US racing series since 1979. Busch has a long history with NASCAR but broke ties in 2007 when it ended its title sponsorship.

In addition to the packaging, Busch launched a new national TV spot earlier this month. The platform will also feature radio, digital/social, retail and experiential components, AB said.